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Text Messaging for Campaigning With Leah Bae

NetSquared Vancouver
NetSquared Vancouver
NetSquared VancouverCreative Services Lead

Presentation from NetSquared Vancouver's #Tech4Good Trends event for nonprofits in 2018. https://www.meetup.com/net2van/events/245927359/

Text Messaging for Campaigning With Leah Bae

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Download to read offline
Leah Bae
@leahebae
Text messaging for
campaigning
Why SMS?
2
Confidential 3
Mobile 2.0
More Canadian households have mobile
phones than landlines -- 85.6% vs. 75.5%
CRTC Communications Monitoring Report, 2016
3 out of 5 Canadians own a smartphone
Catalyst Canada annual smartphone adoption survey, 2016
Globally, 5B people (out of 7.5B population)
have a mobile phone
Benedict Evans of a16z, 2017
75% of millennials would rather text than talk
OpenMarket survey of US millennials, 2017
People check their phones 150x per day on
average
KPCB Internet Trends Report, 2017
Every phone has a SMS service
Most people have nearly unlimited texting
plans
98% of text messages are opened
SMS doesn’t use data, accommodating regions
with weaker broadband connectivity
SMS is still an unsaturated medium, helping cut
through noise and resulting in increase
engagement
SMS
4
Confidential 5
6
Jagmeet Singh was
about to make
history
Winning the NDP leadership would
make him the first person of colour
to lead a major Canadian party.
A politician from Ontario, he owed a lot of his
success to his ability to connect on-to-one with
everyone he met. To win the leadership,
though, he would need to scale this to reach
the whole country.
Ad

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Text Messaging for Campaigning With Leah Bae

  • 3. Confidential 3 Mobile 2.0 More Canadian households have mobile phones than landlines -- 85.6% vs. 75.5% CRTC Communications Monitoring Report, 2016 3 out of 5 Canadians own a smartphone Catalyst Canada annual smartphone adoption survey, 2016 Globally, 5B people (out of 7.5B population) have a mobile phone Benedict Evans of a16z, 2017 75% of millennials would rather text than talk OpenMarket survey of US millennials, 2017
  • 4. People check their phones 150x per day on average KPCB Internet Trends Report, 2017 Every phone has a SMS service Most people have nearly unlimited texting plans 98% of text messages are opened SMS doesn’t use data, accommodating regions with weaker broadband connectivity SMS is still an unsaturated medium, helping cut through noise and resulting in increase engagement SMS 4
  • 6. 6 Jagmeet Singh was about to make history Winning the NDP leadership would make him the first person of colour to lead a major Canadian party. A politician from Ontario, he owed a lot of his success to his ability to connect on-to-one with everyone he met. To win the leadership, though, he would need to scale this to reach the whole country.
  • 7. Confidential 7 Meet Nader As the Digital Director for the Jagmeet Singh campaign, Nader was responsible creating the kind of scale to turn a passionate base in Ontario into a national movement. To complicate things, only NDP members could vote in the leadership campaign. So, Nader had the double task of drumming support and activating voters.
  • 8. 8 Nader knew he needed a tool that would help him reach thousands, without them feeling like just another name on a list.
  • 9. Confidential 9 Nader and his team used Hustle to recruit volunteers, turn supporters out to events, sell memberships, and get out the vote. Hi Amy, this is Anita from the Jagmeet Singh campaign. We’re doing a bike ride with Jagmeet from Queen’s Park to the Waterfront on Thursday to launch his transportation platform. Can you make it? ❤ & Amazing! Totally. What time should I be there? 1pm at Queen’s Park. Here is the link to RSVP with all the details: http://www.jagmeetsingh.ca/rsvp Cool. done. See you there!
  • 10. 10 It’s so fast. We’re having real conversations across Canada. I can’t believe how easy this is.” — Nuvi Sidhu, Field Director, Jagmeet Singh for NDP Leader
  • 11. 11 With more new members than any other candidate, in a crowded field, surrounded by his supporters and family, Jagmeet won the the leadership with over 50% of the vote.
  • 12. 12 BC SPCA An annual flagship fundraising event was quickly coming up. They were in search of a personalized and scalable way to re-engage their Paws for a Cause participants to sign up for this year’s walk. As a charity, they wanted to make sure every dollar gift from their donors would be put to the best use possible.
  • 13. 13 BC SPCA used Hustle to text supporters their ask. As BC SPCA is a registered charity, they were able to send these commercial electronic messages without legislative restriction.
  • 15. Confidential 15 Ask A: “... let me know and I’ll send you a code for free registration…” - 33% responded, of which 81% said yes. Ask B: “here’s a promo code for free registration: OTTER use it here: bit.ly/pawsgr2…” - 7% responded, of which 86% said yes - Ask B had 2x link click-throughs but Ask A had more conversions (3.6% vs 2.4%) Getting people to further engage before sharing the code increased conversions.